The members of a massive and growing customer group are highly engaged with one subject: changing their own behavior to be healthier, wealthier, and wiser. Unlike the average consumer, these people are eager and excited to connect with businesses - if they'll help them make these very difficult changes. Nelson calls these people "transformational consumers".

This book helps leaders understand these consumers, learn the business of behavior change, and rethink their products, services, marketing, and companies to meet the demands of this hypergrowth, trillion-dollar-plus transformational consumer market. Through revealing examples and case studies, Nelson details seven shifts that businesses must make to engage transformational consumers: change what you sell, change your business model, change how you define "your customer", change your marketing, change your metrics, change how you define "the competition", and change your culture. The companies that successfully reorient to reach and engage transformational consumers will escape the problem of disengagement and will continue to thrive, no matter how many new social media channels, distracting apps, or competitors they face.